Empowering Employee Advocates - Brand Advocacy


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This Employee Advocacy deck was presented at the "13th Annual Emerging Trends in Retailing Conference" in Fayetteville.

We discussed how large brands can and should enable employees to be be brand ambassadors on behalf of the company. Every organization has the opportunity to either become a Police Officer or a Talent Agent when it comes to letting coworkers represent their brand. We believe the better approach is becoming the Talent Agent and fostering a community of supporters with content they want to share -- at the same time enabling colleagues the ability to suggest content as an active participant as well.

Presenter: Marcus is the former Director of Social Media at Salesforce.com. He joined Salesforce in July 2009, where he pioneered, evangelized, and transformed the company's social presence & content efforts. By 2011, he was recognized as one of the most effective social media strategists in the Enterprise. In May 2012, he left Salesforce to found Addvocate, which enables and measures employee social sharing. With Addvocate’s technology and guidance, businesses can put a face on the brand experience to drive sales, solve problems, reduce service costs, and improve brand reputation.


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Empowering Employee Advocates - Brand Advocacy

  1. 1. Empowering Employee Addvocates @marcusnelson #SMSSummit @marcusnelson #CRE2013
  2. 2. @marcusnelson CEO/Founder of Addvocate ! ! Former Head of Social Media at Salesforce.com @marcusnelson #SMSSummit @marcusnelson #CRE2013
  3. 3. Trust. Loyalty. Rapport. @marcusnelson #SMSSummit @marcusnelson #CRE2013
  4. 4. 90% trust recommendations from people they know. 70% trust consumer opinions posted online. 14% trust advertising (2009 Nielsen) @marcusnelson #SMSSummit @marcusnelson #CRE2013
  5. 5. An everyday employee is 2x trusted vs. Chief Executive (2013 Edelman Trust Barometer) @marcusnelson #SMSSummit @marcusnelson #CRE2013
  6. 6. Customers WANT to talk to employees http://trust.edelman.com/ @marcusnelson #SMSSummit @marcusnelson #CRE2013
  7. 7. Employees want to talk too, but… ! They often don’t know what to say or don’t want to say the wrong thing. @marcusnelson #SMSSummit @marcusnelson #CRE2013
  8. 8. Engaged employees produce 2x as much work product in the time as unengaged employees @marcusnelson #SMSSummit @marcusnelson #CRE2013
  9. 9. 40% – 80% of customer satisfaction is affected by employee attitudes @marcusnelson #SMSSummit @marcusnelson #CRE2013
  10. 10. Employees Matter @marcusnelson #SMSSummit @marcusnelson #CRE2013
  11. 11. Be a talent agent, not a police officer ! Find the stars inside your organization Enable and empower the masses
 @marcusnelson #SMSSummit @marcusnelson #CRE2013
  12. 12. Establish Social Media Guidelines public facing youtube video What’s in bounds? What’s out of bounds? Who to escalate things to? Every Employee is responsible for reading and adhering to the rules. salesforce.com/socialmediapolicy @marcusnelson #SMSSummit @marcusnelson #CRE2013
  13. 13. Determine Objectives Subscribers # of MVPs Share of Voice Sentiment Awards Won Downloads Video Views # of Influencers Engaged Attendees Posts & Comments # of Employees Trained Engagement Coverage Quality of Engagement Facebook Engagement Score Audit Score Share of Conversation @marcusnelson #SMSSummit @marcusnelson #CRE2013
  14. 14. Build Proficiency Among Employees http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/04/23/dell-engaging-channel-partners-with-new-social-mediatraining-campaign.aspx @marcusnelson #SMSSummit @marcusnelson #CRE2013
  15. 15. Create Collaborative Infrastructure @marcusnelson #SMSSummit @marcusnelson #CRE2013
  16. 16. Identify Users Who’s contributing on your company’s behalf. Score how users rank in influence, and knowledge leadership. Leader boards create competition. @marcusnelson #SMSSummit @marcusnelson #CRE2013
  17. 17. Amplify Messages Browser plugin gives constant access to Addvocate. Suggest content for employees to send out. Notifications update employees with messages, updates, key links. Promote the most pressing content. @marcusnelson #SMSSummit @marcusnelson #CRE2013
  18. 18. Measure Results What content is driving clicks & shares? Who are your top traffic drivers. Discover multi-generational sharing of content. Learn more about your social customers. @marcusnelson #SMSSummit @marcusnelson #CRE2013
  19. 19. Get Your People Mobile @marcusnelson #SMSSummit @marcusnelson #CRE2013
  20. 20. Gamify Employee Participation @marcusnelson #SMSSummit @marcusnelson #CRE2013
  21. 21. Thank You ! ! @marcusnelson CEO/Founder of Addvocate ! ! Former Head of Social Media at salesforce.com @marcusnelson #SMSSummit @marcusnelson #CRE2013